Monday, January 29, 2007
Adding Caffeine to Doughnuts and Bagels
The food world often seems home to news of the weird. This morning I heard an NPR story about a molecular biologist that has found a way to add caffeine to baked goods. In this press release, North Carolina "molecular scientist" Dr. Robert Bohannon has created doughnuts and even bagels with a morning jolt. The trick was finding a way to mask the bitterness of the caffeine. He's hoping to sell the idea to such chains as Krispy Kreme, Starbucks, and Dunkin’ Donuts. My question: What are you supposed to dunk them in? Joke aside, really, what goes with it? From a business view, that's a critical question because coffee is a big profit item; the baked goods are there to help get you drink more java. If people get the rush from a glazed doughnut, how many will forego the coffee? Or will people look for the extra buzz, giving the invention a real buzz in the industry?
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Erik, I saw that and wondered why you'd want caffeine in a bagel when you can buy a good cup of Sumatran and get it that way. Enjoyed my visit!--Kay Day
If this catches on, the next step in the progression will have to be the marketing of both caffeinated and decaffeinated donuts. Think of the possible morning choices we will have: Donuts and coffee in caf and decf versions. Cream, half-and-half, 2% and non-fat milk products. Single-shot or double-shot. Refined sugar, raw sugar, choice of artificial sweeteners. To say nothing of caffeinated or herb tea or chai. Exhausting range of options. I think I'll go take a nap.
This is why I panic and freeze up in Starbucks. The performance pressure to order is more than I can stand. Can I just have a cup of coffee and a donut, please?
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